New trend: gluten-free vegan makeup

'Natural' and 'Cruelty-Free' have always been two of the most popular buzzwords in beauty - but that may be changing. 

More consumers paying attention to ingredients and reading labels, and many small, independent beauty companies are listening. There has been a rise in new cosmetic launches that are being promoted as Gluten-Free and Vegan.

Armour Beauty, a small company based in Brooklyn, has launched a new lip gloss brand extension, "Armour V" - the 'V' is for Vegan. 

Right now there is only one color "V" color, Brigitte, a peachy pink pearl shimmer cream gloss inspired by Brigitte Bardot. The long-wearing gloss has a vanilla and grapefruit scent. 

The gloss is touted as "vegan, gluten-free, paraben-free and completely cruelty-free." 

In addition to Armour V, the company's opaque gloss collection, called Armour, includes 10 colors and makes all of the same claims except for being Vegan - saying that the collection is cruelty-free, and not tested on animals.

Armour Beauty is sold online at Beauty.com, at Ricky's stores, and at boutiques across the U.S. 
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